The Mayhem that is Content Marketing
Ever tried to create content across a growing team? On the surface, it may seem simple enough. But below the tip of that iceberg of mayhem, it's a total cluster:
- Content that takes weeks to publish, delaying visibility and revenue opportunities.
- Drafts that bounce through endless editing cycles.
- Team members with valuable insights but no streamlined way to contribute, leaving thought leadership potential untapped.
- A brand voice that shifts depending on who’s writing, eroding trust with your audience.
These issues drain resources, stall growth, and make every piece of content more expensive. But the biggest cost? Content that doesn’t answer the real buyer questions, the ones that drive revenue:
🤔 Can I get it easily?
💸 Is the price justified?
🙋 Will I look smart for choosing this?
When content misses those, it doesn’t just frustrate your team — it loses money.
Now imagine a better way to content market (it does exist):
- Publishing faster and more consistently, so ideas turn into results sooner.
- Saving money by reducing rework and endless edits.
- Bringing your team’s expertise into the process — without adding complexity — to produce richer, more credible content.
- Delivering messaging that consistently answers the buyer questions and drives revenue.
That’s the leap The Concord Center made when they rethought their brand identity and plugged in AI-powered workflows.
Background
The Concord Center is a mental health practice in the Greater Boston area. They treat everything from childhood anxiety and OCD to college burnout and failure to launch twenty-somethings.
They had the clinical expertise. What they didn’t have was a way to communicate it clearly and efficiently. With multiple clinicians writing, competing audiences to reach, and no unified process, their content was fragmented, slow, and expensive to produce. Inefficient content production processes often meant content didn't even reach the beginning of the production line.
The Challenge
The Concord Center’s problems with content marketing fell into three main areas:
Fragmented messaging
Content created by up to 17 different contributors felt inconsistent, overly clinical, and jargon-heavy. Parents, students, and professionals often couldn’t immediately see how services applied to their specific needs.
Operational inefficiencies
Draft-to-publish times were slow, revisions piled up, and staff lacked a reliable workflow to produce brand-aligned content quickly.
Positioning gaps
While competitors emphasized niche specializations, Concord wasn’t fully communicating its unique differentiators: comprehensive evidence-based care, family-centered programs, and strong community partnerships.
The ProCopyCat Marketing Solution
I was brought in by BI Studio as their partner on this project. While the agency handled the website redesign, technical SEO, and on-page optimization, ProCopyCat led the brand and content side of the engagement.
I worked directly with The Concord Center as their point of contact to:
- Build the brand identity and messaging framework
- Conduct competitor and ICP research
- Develop the content governance model
- Design and train a custom GPT system to streamline content creation
This approach ensured the new website launch was backed by clear, cohesive messaging and a scalable content engine, not just a fresh coat of paint.
Together, BI Studio and I designed and implemented a system that addressed both the brand identity and content operations at The Concord Center.
Defined purpose, vision, and audience profiles.
Clarified key differentiators.
Created a governance model with success metrics tied to content efficiency and quality.
Brand Identity & Strategy Guide
Established a consistent tone of voice (collaborative, caring, and informative) while also structuring content to answer the three buyer questions:
- Can I get it easily?
- Is the price justified?
- Will I look smart for choosing this?
This revenue-focused approach tied the brand identity directly to monetary outcomes, so every piece of content does more than sound good but works to convert.
Conducted a full review of competitors
Developed deep audience insights across Concord’s ideal customer profiles, including parents of K–12 children, college students, working professionals, and parents of failure to launch young adults.
Translated this research into plain-language messaging tied directly to patient and caregiver concerns.
Competitor & Audience Research
Trained a GPT model on the Brand Guide to support content drafting, jargon removal, and formatting.
Piloted the tool on three priority articles.
Delivered live training, a usage cheatsheet, and a governance workflow including an Identity Steward role.
Custom GPT Build & Training
Results
The Concord Center now has the foundation and tools to scale their content efforts without sacrificing quality.
Efficiency gains
With the custom GPT, clinicians cut draft-to-publish times, reduced editing cycles, and lowered cost per asset compared to pre-rebrand workflows.
Unified, stronger brand voice
Staff now work from a single source of truth, ensuring every page, email, and program description reflects Concord’s identity.
Clear differentiation
Concord is positioned as the most comprehensive and family-centered practice in Greater Boston, standing apart from competitors focused narrowly on OCD and anxiety.
Scalable governance
By tracking clinician GPT adoption, draft-to-publish time, editing cycles, and cost per asset, the Center now has a sustainable system to onboard new clinicians, launch new programs, and maintain quality.
Takeaway
Concord went from content chaos to content cohesion. From too many drafts and too much jargon to a system that saves time, saves money, and amplifies their expertise.
That’s the power of pairing a clear brand strategy with AI-powered content workflows: less drag, more lift, and a brand that speaks with one voice despite its many contributors.
If your content feels slow, expensive, or messy, you don’t have to live with it. Let’s talk.
Book a free meeting with me — no pitch, just answers to your questions and a look at how this kind of system could help your team or your clients.